Being Where You Are

There is so much I like about this short film of Scott Schuman, aka, The Sartorialist, and the philosophy behind his work.

He just does what he does, the way he does it. It's not based in a technical training of photography but on his instincts and his desire to capture and share moments that inspire him.

He's patient for the two or three images he captures in a day to come to him as he sees them because that's the way he thinks things are supposed to be.

He looks at his lack of knowledge (in photography) in the beginning as a positive thing—it made him focus on what little he knew and made him work to make that the best that he could.

He doesn't ask if something is of the moment enough, or if it is fashionable enough; he's just reacting.

The thing that grabbed me the most though is this (around the 1:50 mark in the video):

"... go out and just be in the world that you're in. See it. Keep your eyes open and really relate to what you're seeing. React to what you're seeing."

Here, Scott was talking about how the best part of his day is the four or five hours he gets to go out and find the images that end up on his blog. I clipped it short on the front because I thought framing it this way is great advice for anyone in advertising, but especially for strategists.

The best advertising is nearly always grounded in a reaction to something happening within the culture it means to be a part of. It's not over-thought or overly planned. It's simply a very well-timed remark to the larger conversation going on around it.

Kind of like when someone says something funny in a conversation amongst friends. The person who delivered the moment of levity wasn't sitting there planning exactly what to say. They reacted to the conversation as it flowed with a quip that added an unexpected moment of humor.

The key to knowing what to react to, and how to react to it, is to go out and spend time in it. Yes, a little of this can be done through a screen. But the best bits and the most important parts can only be found by living in it. By walking in it. By letting it hit you in the chest and actually feeling it.

It's important to make time in your day for being in the world where you are—to see, hear and feel what's going on around you. To have a real and honest reaction to it.

The more you do this, the better your work will become.

And of even greater importance, the more connected you'll feel to the world around you.

Don't just stand/sit/lean/walk where you are. Start being where you are.

(via Intel)

Comments

[Lisa Grimm]

Love that you posted this! Saw it yesterday and had a similar reaction:-)

[Alisha Runckel]

I love your statement "The best advertising is nearly always grounded in a reaction to something happening within the culture it means to be a part of. It's not over-thought or overly planned. It's simply a very well-timed remark to the larger conversation going on around it."

I feel that this fact is often ignored in this over-planned and highly systematic world we live in. Great post Paul. Hope you're well!

[Ashly Stewart]

I love this post, truly enjoyed it. As a junior it's encouraging to hear someone look so positively on their lack of knowledge, his point of view is refreshing. Thank you for sharing!